Rupert Murdoch's News Corp. is targeting fake news and offensive videos by providing a new service that safeguards advertisements from appearing next to those videos.
— Bloomberg Technology (@technology) May 2, 2017
News Corp.'s Storyful unit will be responsible for filtering through social media for publishers and brands, tracking websites known as purveyors of fake news or extremest content and share that list to advertisers so that they can prevent their ads from appearing in inappropriate places.
Storyful and Moat Launch Initiative to Combat Fake News https://t.co/5DHd2Zjwnk
— News Corp (@newscorp) May 2, 2017
News Corp is competing against the two biggest advertising giants Google and Facebook. According to Pivotal Research analyst Brian Wieser, the two companies accounted for nearly 68% of all digital ad growth last year. This growth provided Google nearly $30 billion and Facebook $8 billion last year.
Google was heavily criticized on it's video offering when several major advertisers halted spending on Youtube last month due to unease of their ads appearing next to offensive videos. Although Google has issued controls to diminish the issue, rival companies are exploiting them.
— VIDiRO (@VidiroAnalytics) May 2, 2017
Storyful will focus on “video brand safety,” according to it's executive. “This will be one way to give advertisers peace of mind,” Storyful Chief Executive Officer Rahul Chopra said in an interview.
On Monday, Facebook was exploited by The Australian after secret documents revealed that the social media company used algorithms to prey on vulnerable teenagers. The advertisers used a system called sentiment analysis in order to target teens with motivating advertisements when they felt “defeated”, “overwhelmed”, “stressed”, “anxious”, “nervous”, “stupid”, “silly”, “useless”, and a “failure”.
— Masergy (@MASERGY) May 1, 2017
Ad industry executives and computer scientists do not comply with the way companies are filtering offensive content nor do they believe its possible. According to some experts, they believe that Google needs oversight by humans over their content on Youtube. However, Google has charged against that belief because of the vast bulk of video content. The company believes that only machine intelligence solution can fix the problem.
With Google and Facebook heavily relying on artificial intelligence for their work, its heavily apparent that there are certain problems a machine cannot fix. Is Rupert Murdoch on the right path to repair the issues in the advertising and social media industry?
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